New Brand Billie Offers Women an Alternative to Dollar Shave Club

Like tampons, buying women’s razors isn’t fun or exciting. It’s something you do because you have to, probably complaining in your head the whole time about how overpriced they are. Billie, a new direct-to-consumer body care brand, wants to change that.

Today the brand launches with a subscription-based model delivering razors made specifically for women’s in-shower shaving, along with a handful of body products.

“We’ve sort of seen women as being an afterthought in the shaving category,” says Billie co-founder Georgina Gooley. “If you look at the big brands that started ages ago to the more recent start-up brands, everyone is very focused on improving the shaving experience for men. For women, it’s kind of like they just slap a bit of pink on it and think it’ll be fine. We wanted to make sure we weren’t just taking a men’s blade and making it for women.”